Vote Winners:
| Presentation Title: |
Teenagers scare the living shit out of me. |
| Description: |
The Red Coats are coming! The Red Coats are coming! Actually no, that's just a guy wearing a Red North Face Jacket over a Cars R Coffins T-shirt. Never mind.
Just like the Greatest Generation misunderstood Boomers, we're making the same mistakes all over again.
The Millenials have grown up, bringing with them a total shift in attitudes, goals and work ethic.
They're digital natives. That changes everything. How they approach occupations, the locations of their social lives, their consideration of brands. The old Awareness->Opinion->Consideration->Purchase model is broken. Forget about it. Their culture doesn't even include most of the brands we make our lives marketing. And which brands can you think of that are succeeding playing the heritage card?
We need to be more focused on helping them shape their culture. We need to partner with them in this exploration as opposed to rely on heritage. They have no interest in aspiring to be like us. If you're not relevant, it really doesn't matter which adjectives you choose to position yourself.
I work with brands who are battling this everyday, some doing well, some not so much. Vote for me if you'd like to hear some of this thinking. I'll try to wear something red if you're into that kind of thing. |
| Submitted by: |
Casey Ingle (Campbell-Ewald) |
| Presentation Title: |
DIY Consumerism |
| Description: |
What was once the realm of plaid shirt wearing home carpenters and greasy backyard mechanics has grown to be one of the most influential forces in consumerism.
DIY'rs dismantled music distribution, shelved the travel agent, and redefined the fast and cheap sports car. Now no business can claim immunity to being hacked, reprogrammed and recontextualized into or out of relevance by it's own consumers.
The only defense is participation. This is a very brief exploration of how companies have successfully opensourced not just the marketing of their products but their business processes and product offerings as well.
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| Submitted by: |
Patrick Spargur (FireflyHawaii) |
| Presentation Title: |
Unpackaging Convenience: A New Strategic Framework for Innovation |
| Description: |
While many marketers and product developers in our economy tout "new features" or "more power" as the main appeal of their offerings, "real people" often have very different measures they use to judge their favorite consumer experiences.
"Convenience" is the main satisfier for most customers in major product and service categories, yet the concept is given short shrift by many strategists and marketers. By "unpackaging" convenience--breaking it down into its component parts--innovative companies can find whole new ways to compete.
Drawing from case studies as diverse as Method Home Products and the diabetes care market, this presentation distills lessons useful to marketers and strategists from any industry hoping to decode the "psychology of convenience."
Presenter Jeremy Dann spent five years working in close collaboration on writing and consulting projects with HBS's Prof. Clayton Christensen, author of "The Innovator's Dilemma." Dann was founding editor of "Strategy & Innovation," a periodical from HBS Publishing. He has also been a contributor to Business 2.0, Technology Review and Optimize.
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| Submitted by: |
Jeremy Dann (Wongdoody) |
| Presentation Title: |
Tap Project - A Consumer Response to Good |
| Description: |
The Tap Project was sparked by a challenge from Esquire magazine editors to David Droga, founder of Droga5, to invent a brand out of nothing that could also be a positive change agent. "Tap water is a brand that no one owns and is available in many metropolitan cities around the world. The Tap Project asks diner at restaurants to donate $1 for a glass of tap water that they get for free, with proceeds going to UNICEF to children around the world. "I remember thinking, we have to make people aware of the luxury we have and help other who don't have it," Droga recalls. Lack of clean drinking water is the second-largest killer of children under 5. UNICEF hopes to spread the idea to the rest of the nation and the worlds' major cities in the years to come. Tapproject.org |
| Submitted by: |
Peter Macey (Hearst) |
| Presentation Title: |
Coorporate Social Responsibility --- Hoax or Heroic? |
| Description: |
I have spent about 40 years prodding, cajoling and scolding companies to become socially responsible actors. And while there seems to be more activity around this issue today than ever before, why do I have this gnawing feeling in my stomach that it's mostly a public relations ploy? The air is thick with social responsibility reports. But the news that resonates is about corporate greed and corporate scandals. Every public opinion poll conducted shows that most people don't trust corporations. So are we wasting our time conceiving messages positioning clients as upright, responsible citizens? |
| Submitted by: |
Milton Moskowitz |
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